How To Create An Elevator Pitch

You have no time to go into detail, and in those brief moments you need to encapsulate everything that is good about you and your business. You need to share the ethos, the aims, the values and style and perhaps a little about the products and services you offer. You could also share something very different, perhaps a statement about the outcomes your customers benefit from by working with you. A key to the most effective elevator pitches is to consider your augmented product. The question is “What’s Your Augmented Product” ? An augmented product is a service wrapper. It’s not your product or your core service and what it does. It is much more about the less tangible wrapper around all of this. In other words it’s those little details which give you a competitive edge. Things you do beyond what it is you do, that provide that ‘wow’ or that little bit extra, that nobody else does. The augmented product might be a minuscule detail but it’s the one that you regularly hear back from your customers that they like and value the most. The little difference. Your elevator pitch can be like everyone else but with a little thought and care you can increase the intrigue and engagement level by talking more than features and benefits and outcomes of what you do and think more about how you are different and why. My elevator pitch could be that I am a marketing consultant who works with customers to improve their marketing. But that puts me right in the middle of a group of some 1,000,000 other marketing consultants across the planet. I would rather focus on something like the fact I help people to communicate more effectively by helping them to turn their chaos into clarity. When I say this I see people smile, because I think they know that I understand some of their professional pain. That is my augmented product, the service wrapper around the varied and numerous marketing tools at my disposal. Elevator Pitch - what’s yours?

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